introduction to online reputation management (orm)
DESCRIPTION
Online reputation management (ORM) is a necessity for your business and in some cases for yourself. Smartphone use has rapidly grown and consumers everywhere are now seconds away from discovering what everyone thinks about your business. Unfortunately, this means that a low number of reviews or the presence of vocal and disgruntled customers can instantly impact the perception of your business in a negative way, taking away immeasurable sales or leads. Learn about the various measures that can be taken to prevent injury and what a business can do to recover.TRANSCRIPT
Lunch & Learn: Introduction to Online Reputation Management
Presenter: Date: Location:
Mathew Simonton April 10th, 2013 Formic Media
About Mathew
• Joined Formic Media in 2012!
• Launched Notevee in college, 2010-2011
• Featured on KillerStartups.com and AppAppeal.com • Reviewed across smaller app/startup blogs
“Notevee gives users a way to post social notes and hold
conversations on specific topics. Users create conversation pages. These pages consist of images, video, notes and text related to a specific topic, event, person or anything else the user can think of.” -AppAppeal
What is Online Reputation Management?
Online Reputation Management – What?
• Building or enhancing a web identity in order to maintain a positive appearance on the internet
• Maximizing positive and neutral content • Minimizing negative content
• Removing negative content entirely, when possible
Online Reputation Management – Why?
• Establish identity • Establish or maintain a positive identity in
the first place
• Guide users away from negative content • Two types of management
1. Preventative 2. Reactionary
Case Study (Preventative)
• Control early Google search results pages with positive and neutral content.
• 1st page • (AdWords ad), official
website, LinkedIn, Facebook, Twitter, YouTube, SlideShare, Google+
• 2nd page • 5-star Yelp page, sites about
participation in local organizations, listings in local directories, Flickr
• 3rd page • Event details, past
volunteering activities, etc.
Case Study (Reactionary)
• Background • Executive in Fortune 500 company receives DUI…
• Mugshot hits the internet… and first page of Google.
• ORM Strategy • Images. Images, everywhere.
• Professional portraits, etc. • Image-heavy Channels…
• Pinterest • 500px • Flickr
Online Reputation Management – How?
• Content, content, and more content. • Top social networks
• Facebook, Twitter, Google+, LinkedIn • Videos
• Vimeo, Youtube • Images
• all major social networks, Pinterest, Instagram, Flickr, 500px
• Blogging platforms • blog on website, Blogger, Wordpress, Tumblr
• Microsites • Google Sites, Weebly, Squidoo
• “About” profile pages • Flavors.Me, Hi.Im, About.Me
• and more • Docstoc, Scribd, SlideShare, Quora, etc.
Top Social Networks
• Facebook • Twitter • Google+ • LinkedIn
• Content
• Images, video, text, engagement with others
Videos
• Vimeo • YouTube
• (Images utilized too)
Images
• Pinterest • Instagram • Flickr • 500px
• and all major social networks
Blogging Platforms
• Blogger (Blogspot) • WordPress • Tumblr
• Company/personal blog on own site
Microsites
• Google Sites
• Weebly
• Squidoo
“About” Profile Pages
• Flavors.Me
• Hi.Im
• About.Me
• Content… • Images, text, links
Etc.
• Docstoc
• SlideShare
• Scribd
• Quora
• Behance
Online Reputation Management – How?
• Monitor and respond to reviews online • Yelp • Google Places/+ • Yahoo! • CitySearch • Merchant Circle, etc.
• Monitor and respond to comments online • Twitter
• Encourage clients/customers to review • Have your own testimonials and case
studies pages on your website • Traditional media outreach
Online Reputation Management – How?
• ACTIVELY creating content • Regularly updating social platforms
• New images, new videos, new text updates, etc.
• ENGAGING others • Engaging users across social media and blogging
platforms
• Taking action IRL • Noteworthy, press-worthy actions
• Exploiting press releases, additional coverage by other online users, etc.
Online Reputation Management – How? ADVANCED
• Exploiting search engines
• Ex. Employing others to conduct searches in order to trick engines into believing certain organic trends. This can be done via business employees, family & friends, or for-hire individuals
• Ex. Utilizing multiple connections by yourself
(via proxies, other remote connections, etc.) and conducting searches in order to trick engines into believing particular organic trends.
Online Reputation Management – How? ADVANCED
Online Reputation Management – How? ADVANCED
• Manipulating social media and its users
• Creation (or purchase) of false social media accounts • Utilized to directly benefit personal or company account • Utilized to influence real users
• Example
• Mass creation of false social media accounts and other fake identities online in order to enhance reputation and influence other users
Online Reputation Management – How? ADVANCED
Tools
• Google Alerts
• Keep an eye out for negativity. • Google Analytics
• Are people searching for negative things finding their way to your site?
• Where are they going on your site? • Google Blog Search
• Keep an eye on the blogosphere • Individual social media searches
• Ex. What are people on Twitter saying about you or your business?
• Reverse image search • TinEye, Google Image search, etc.
• Review monitor and multi-location monitors. • Revinate, Chatmeter, etc.
• TweetDeck to monitor tweets • Agency ()
Google Alerts
• Keep an eye out for yourself and your business
Google Analytics
• Are people searching for negative things finding their way to your site?
• Where are they going on your site?
Google Blog Search
• Keep an eye on the blogosphere • Or, run a site-specific search for a blogging site.
• site:blogspot.com “company name”
Individual Site and Social Media Searches
• What are people on Twitter, etc. saying about you or your business?
TweetDeck
Reverse Image Search
• Where else is that image? • TinEye
• (Reverse) Google Image Search
Review Monitoring Tools
• Chatmeter
• Revinate
Review Monitoring Tools
Example – Dr. Sagun Tuli (Reactionary)
• Patient’s husband writes a blog detailing his ordeal after his wife suffered a stroke after the operation
• The doctor, Dr. Sagun Tuli, sues the patient’s husband.
• The Boston Globe runs a front-page story about the situation. • Ends up on 1st page of Google results too.
• Link to the Boston Globe story is now found 7 pages
down in search results, according to Kevin Pho of KevinMD.com, behind… • Numerous personal websites • Social media profiles • Blog posts / articles
Example – Pepsi India (Reactionary)
• Pepsi India copied material by artist Akshar Pathak • Near-instantly received
50+ shares, 150 likes, and 20+ users commenting on the infringement
• Pepsi near-instantly
deleted the content and quickly issued an apology to the artist.
Thank you! Tools at FormicMedia.com/ORM-Tools
Questions?
Contact John McPhee for more information [email protected]
503.517.9059 x122
Lunch & Learn